coca cola mobile marketing
DESCRIPTION
Übersicht zu den mobilen Aktivitäten der Coca Cola GbmH, zu den Bestandteilen der Strategie und verschiedenen Maßnahmen.TRANSCRIPT
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Chancen und Herausforderungen im Mobile Marketing
Robin KarakashMarketing Communications
Senior Media & Interactive Marketing Manager, Coca-Cola GmbH
München, 22. Januar 2009
22.Januar 2009
Awareness > Consideration > Purchase > Loyalty
Das alles durch ein mobiles Gerät
Vision
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WithinArm’sReachOf Desire
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Strategischer Filter
Reichweite & Größe
Marken-und Kampagnenfit
Zielgruppenfit & Relevanz
Integrierbar
Messbar
Interaktivierung / Leichter Einstieg
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Bluetooth Poster Interaktivierung
OOH Interaktivierung
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STROER!
Coke Xmas Interaktivierung
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Integriert aktivieren
Interaktive und integriert /Fanta
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PR Integration in BRAVO, Bravo Girl & Bravo.de
Online Verlosung
Mio. aktivierte Flaschen
Fanta Handy'loha Handelspromotion
55 verschiedene Mobile Specials
TV: Promotion Tag-On
18/1 OOH Poster
6.000 aktivierte Outlets
Eindeutige Mehrwerte schaffen
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„Mobile“ EINLADUNG in eine interaktive Welt
Classified - Internal use
Experience Gewinnspiel
Download ZoneProduktwelt
Fanta WAP-Portal Content
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XMAS Content
20062003 2004-05
CokeFridge goes mobile:
CokeFridge WAP 2.0Handy’loha:
Engagement/Activation:CokeFanta/Sprite
Flaschenpost
CokeFridge Application
2007 2008
Fanta/Coke Christmas Activation
Since 2003 Coca-Cola activated mobile in a great variety
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Aufwand
Kunden
Standards
MROI und Kosten
Guidelines
Relevanz (Pull vs. Push)
Think in Content & Think Integrated
Mehrwerte schaffen
Execute with Consumers in Mind
Measure
Reapply
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Robin KarakashMarketing Communications
Senior Media & Interactive Marketing Manager, Coca-Cola GmbH
22.Januar 2009